This Incredible Superbowl Commercial Full of Cute Babies Harshly Smacks Trumpism Down

T-Mobile is known for silly Superbowl commercials. They’ve never done a serious one before. Until now. And boy, did they ever do it right.

Nick Drake, T-Mobile’s Executive VP of Marketing and Experience told Ad-Age, “We decided to focus on this story of equality, and how all of us are born completely equal.” According to Drake, more than 60 percent of the workforce at T-Mobile is “considered minority”. And clearly they wanted a commercial that reflected that, in these times.

The commercial plays against the background of a music-box nursery version of 90’s superstars Nirvana’s iconic “All Apologies“, which famously (and fittingly) ended with the repetition of:

“All in all is all we areAll in all is all we areAll in all is all we areAll in all is all we areAll in all is all we areAll in all is all we areAll in all is all we are…”

As soon as you hear it, you know this commercial has something to say. And when it starts to say it, it speaks in an iconic voice.

4 days before the big game, on her birthday, “Scandal” star, actress Kerry Washington recorded the powerful narration:

Welcome to the world, little ones. Yeah, it’s a lot to take in. But you come with open minds, and the instinct that: we are equal. Some people may see your differences and be threatened by them. But you are unstoppable. You’ll love who you want. You’ll demand fair and equal pay. You will not allow where you come from to dictate where you’re going. You will be heard, not dismissed. You will be connected, not alone. Change starts now.

“Some people may see your differences and be threatened by them.” These are the “deplorables” she’s talking about here. It stands against the homophobia, sexism, religious exclusionism, and general thin skinned, thick skulled attitude the deplorables and the Deplorable in Chief display. It is a round, ringing refutation of Trumpism, powerfully spoken.

“Washington’s voice is iconic. More importantly, she is someone who truly stands for the subject matter,” Drake told Ad Age. “We felt she was very authentic about the script and I myself was inspired by her 2015 speech at the GLAAD Awards.”

“We passionately believe in the subject matter, and wanted to be a beacon of positivity,” he continued, “and we believe equality and the fundamental statement what we are all born equal is something that everybody in the country would agree on.”

As to why they did this commercial, now, Drake told Ad Age, “We wanted to join this conversation that’s already happening in America.”

While Washington is the star of a political drama on the small screen, she’s also had notable big screen turns, such as Django Unchained. But her performance in this commercial, is my favorite of all.